A MUSIC video is to a song, what an image with a good caption is to an article. It takes the story forward.
Just five months ago Riky Rick said he was taking a break from the spotlight in the music, but last Friday he surprised most with the release of a spirited track, I Can’t Believe It (Macoins) with gripping visuals.
The song and the video presentation is currently being slept on in the country. According to Riky Rick, some television channels won’t air the video because of the content. He said this while thanking MTV Base on Twitter, for playing the video on their platform.
The ill-judgement of some of our broadcasters is perplexing. Local broadcasters aren’t proactive in their presentation; they always prefer to follow a trend instead of being the ones to initiate the conversation. This is just one of the reasons why television lags behind the net, but not everybody in South Africa can afford to watch videos on YouTube due to exorbitant prices of data.
I can imagine an ocean of people chanting the chorus, when Riky Rick performs this joint live. He repeatedly says he wants more money, then sounds in disbelief in the hook, not because he has gotten what he wants, but at what it cost him it seems. That’s what the visuals relayed.
But instead of money, a group of eccentric individuals seem to desire freedom more than anything- to be themselves within an uncomplimentary society. The freedom comes at a cost though, as one of them commits suicide, which then sparks the revolt. The interesting part is that, everyone fighting for something is part of the riot, not only the small group of friends who lost a comrade.
Directed by Adriaan Louw, the video took the conversation stared by Riky Rick in his rhymes, to another level. They chose the perfect time to shoot this, managing to capture beautiful light under Joburg skies, while Marco Filby’s Art Direction was complimented by the cast’s believability and wardrobe.
With the abrasive, in-your face beat Riky Rick reminds everybody who he is in the music and creative space. Steeped in Hip Hop braggadocio, from the first verse he states why 10 years in the game, he still manages to remain relevant throughout the country. But it’s his second verse on which he bluntly raps
I’m in my element, my regiment
Taking over is imminent,
Drop one song per year, and stay prevalent
Old niggers say my name to stay relevant
I couldn’t help but think of Stogie T when I heard those lines, despite the fact that the two recently settled their feud, which was sparked by Cassper Nyovest saying Stogie did nothing for him, during an acceptance speech at the South African Hip Hop Awards last year. iVenda LaKwaMashu, as Riky Rick is known on Twitter, was in Nyovest’s corner and also slammed Stogie for claiming other artists’ success.
The song has a similar refrain as Pick You Up, which came out earlier this year but unlike that joint, he raps in vernac on I Can’t Believe It (Macoins) and sounds original, rejuvenated and grimier. iVenda LaKwaMashu isn’t the lyrical-miracle typa rapper who will get battle kats like Kriss AntiB and Don Veedo salivating at his every line. But his hooks are catchy and he speaks his truth and a lot of people can relate to that shit.
SOUTH AFRICA’S currently the world’s biggest fad, based on the number of international guests coming to our shores this season. One of the world’s coolest parties, Everyday People, is to be hosted down South on the motherland.
“I firmly believe that SA is one of the most popular trends in the world right now based on how much interest I have seen in the music and culture while touring overseas,” says Kool Out Creative Director, Akio Kawahito. Kool Out, together with Feel Good Series and Nescafé will be Everyday People‘s South African partners for the two events which will be hosted in Joburg and Cape Town next weekend.
“Everyone is looking to Africa right now and in particular South Africa. I definitely believe that Everyday People is getting a jump on everyone else and will further cement SA’s rep overseas as a destination spot.” Akio says.
The Delicious Festival takes place this weekend and is headlined by international songstress Erykah Badu and Jordan Rakei. While a number of international jazz kats will grace the Joy of Jazz stage later this month, including vocalist Bilal, events such as the Global Citizen and Afro Punk are also concerts stuffed with overseas artists. All these grow the notion that Mzansi is the place to be, this warm season.
But DJ Akio says Everyday People‘s decision to launch their growing brand on the African continent was organic more than anything. “I have a friend in New York City who is close with the Everyday People squad and they had expressed interest in wanting to expand to South Africa. She recommended partnering with Kool Out so we setup a meeting while I was in New York and came up with a plan to launch in the Spring and do an all-out bash in December. We assisted Nescafé with their International Coffee Day initiative last year so they hit us up again for this year. We presented Everyday People to them and they loved the concept and decided to make it part of this year’s initiative.”
What’s distinct about Everyday People is that it’s an all-black party which takes place during the day. The monthly parties started out in New York City and then branched out to other cities such as Miami and Los Angeles- as much as all their shows make one feel like they’re on the African continent, this will be its first time on the motherland. “We’re really trying to emphasise the daytime element and hope it works out that way. At the same time, you know how South Africans love to show up late. It’s the first time we’re doing it here so we’ll see how it goes and make adjustments for the next ones,” says Akio.
The Everyday People event in December event will be an alternative for those who’ve grown a sense of dissatisfaction with Afro Punk, which will be in the country for the second time this year. Next week’s shows in Cape Town and Joburg will be launches, hence the line-ups only have Disk Jocks.
Call it a great treat that doesn’t leave you too full, while making room for something else later; Sinatra Ocean’s Ep Still Searching is so delicious to the ear.
First of all I’m such a hopeless romantic. I am more prone to anything that scratches that part of me. Sinatra’s compositions, mixed with an amazing array of R&B sounds, are so soothing they will make you dedicate a break up song to your mom on national radio, just because it sounds that good.
One of the songs that makes me want to call in, is Feeling with Kyla Nicole, the production on this track had me on replay and in my feelings.
Us with Foreighn, doesn’t help with my “captain save a soul” stance on love; the dub sound together with the live instruments will make for a live performance I would pay for and since Sinatra resides in Joburg, I hope to witness that soon.
Ammo Moses and Coco’s voices complement each other so well on Phases; they’ll convince you to call someone’s daughter under the guise of being soulmates, when you were just cold that one night.
Still Searching is like my favourite winter fashion, well layered and warm; the EP has replay value, it’s a mood for a Sunday or as part of your sex playlist.